Internet Tip of the Week
by Bob Osgoodby
Brand RecognitionMost of your larger companies have recognized the value of brand
recognition. McDonalds has their arches, Goodyear has its blimp
and AOL has its distinctive pyramid.While many people maintain that the Internet creates a level
playing field with the larger companies, brand recognition is
often overlooked. Larger companies do the majority of their
advertising offline. Sure, they will reference their web sites
in their ads, but are not completely dependant on web
advertising.Net based entrepreneurs must also create this brand recognition
if they hope to succeed. This can be done in a number of ways.
Many people who have local businesses, can promote their web site
with their web address on their letter head or business card, but
these are not the people we're talking about here. To them, the
web site is simply an offshoot of their existing "brick and
mortar" business.We're referring to people trying to compete on the national
or international level. There are a number of companies that have
done this. Remember the old "Cookie Cutter". Their "dumb little
ad" is their brand recognition. Anyone who has been around the
web for awhile would have immediately recognized their ads. But
this may be a case where the brand recognition worked against
you. Many people adopt a "been there - seen that" attitude and
immediately "click on by".So what do you do to try to achieve your brand recognition?
First - a consistency of ad copy will go a long way. It is
suggested by most advertising gurus that it takes 5 to 7
exposures to an ad before someone may look further. If you change
your ad copy every time you post it, people will not identify
with your ad.If you use the same ad in many different places, people will
start to identify with your ad, and may ultimately take a further
look. But that of course raises a dilemma. How do you know if
you have a good ad that will draw, or one that needs to be
changed? Experimentation is the key here. See which ads
immediately get your attention and try to model your ads after
them.Keith Maurer, an Independent Marketing Executive for FreeLife
<kmaurer1@comcast.net> has broken the code. He runs several ads
in different Newsletters and hosts a weekly health column by Dr.
Earl Mindell. Not only does he get exposure with the ads, but
has a very low key plug at the end of each of Dr.Mindell's
columns.His "brand recognition" is his association with Dr. Mindell.
People will begin to identify with his ad, and after seeing it a
number of times, and in different places, will usually
investigate further.After identifying a "killer ad", the smart merchant then carries
that same theme through to their web site. Again, consistency is
the key here.While you may not have your arches, or own a blimp, your brand
recognition is no less important than it is to the "big guys".
Unquestionably, it is one of the more important thing you should
try to attain.-----
Bob has been publishing online since 1996. All the “tricks of the trade” are contained in his latest E-book. Learn how to avoid being shut down by your ISP for Spamming, and where to find “E-mail friendly ISP's. Learn which software packages are available to easily manage and distribute your email. For more information - http://www.adv-marketing.com/business/handbook.htm
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